Consumer Shopping Habits for Wellness and Environmentally ...

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Drug retailers should offer some of the more ―green‖ options here. At the same time we do not believe this category should hold the priority it does in other channels. Alternative toys and games o While drug channels do offer a small selection of mainstream toys and games, that selection is highly Periphery-oriented in nature, and there is not a great deal of consumer interest in more H+W-related versions in this channel. Mainstream Grocery Channel RANGE OF H+W APPEAL In the grocery channel, there are two fairly distinct trajectories. Mainstream grocery stores generally appeal to consumers inhabiting the Periphery and Mid-level, with the ―center of mass‖ being in the outer portion of the Mid-level. Specialty grocery stores also strongly appeal to consumers in the Midlevel, but their appeal also extends further toward the Core. Figure 105 – Mainstream Grocery Category Mapping OVERALL STRATEGY Mainstream grocery should follow a forward leaning strategy, pushing more toward the center of the Mid-level than the Periphery. There are several reasons for this. A grocery store‘s primary identity as a ―food store‖ pushes it toward the Mid-level, as Midlevel consumers tend to elaborate their H+W strongly through food choices. The strongly Periphery category of OTC is generally not a reason for consumers to visit grocery stores; they prefer to buy OTC in other channels. Grocery stores are generally well-poised to accommodate the H+W growth of their consumers (and will do so assuming a forward leaning strategy). PRIORITY CATEGORIES Functional beverages 144
Moderate to high level of selection of functional beverages spanning the Mid-level, from fruit smoothies to probiotic drinks, but largely concentrating on the center of the Mid-level, and placed in high traffic areas. Vitamins and specialty supplements Well-organized and fairly extensive selection of conventional vitamins and other common, non-specialty supplements. Moderate but highly visible selection of specialty supplements with informational features. Natural children‘s hygiene/toiletries Fairly extensive selection of natural alternatives (strong presence of Mid-level products, with a few Core products), integrated into existing product sets rather than apart from them in a special section. Natural home cleaning Solid selection of natural alternatives with strong presence of transitional products such as Clorox Green Works – Largely Mid-level products but some limited (but visible) presence of Core-oriented products. Natural personal care (skin, hair care) Strong presence of Mid-level products, with a few Core products, but largely avoiding more expensive, boutique-like brands. NON-PRIORITY CATEGORIES Home lighting Like the drug channel (see above), grocery is not top-of-mind for consumers when they are thinking about lighting, and generally functions for smaller purchases of immediate-needs items. Accordingly, this category should not be prioritized; however, some level of more environmentally options should be present. H+W books, magazines, and education Grocery stores have many other solid, category-based opportunities that should precede this one. A small selection of H+W-related publications is appropriate. Entries here should be Mid-level in nature, with food-related publications as a priority. There is considerable potential benefit to grocery stores in presenting food-related publications near registers instead of the more typical pulp entertainment and gossip-related publications. Food publications help reinforce a store image as fresh foods-oriented and knowledgeable about food, the most important H+W category. Alternative toys and games This category is a strong draw in neither a mainstream nor an alternative sense within the grocery channel, and in light of this, we would place H+W priorities elsewhere. Specialty Grocery RANGE OF H+W APPEAL Specialty grocery tends to have its greatest heft in the middle of the Mid-level, and extends (though in much lesser measure) into the Core of H+W. This makes its optimal points of H+W emphasis somewhat different than its mainstream grocery sibling. 145
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Consumer Shopping Habits for Wellne
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Preface The Global Market Developme
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Introduction It is an exciting time
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Executive Summary Study Dimensions
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u Some categories show serious cons
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CHAPTER 1 | Project Overview and Me
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What important similarities and dif
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1/3 of participants with children u
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CHAPTER 2 | Consumers, Health and W
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Thus, the Mid-level is generally wo
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least amount of consistent H+W acti
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Figure 5 - Example Products in a Co
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Figure 7 - Meaning of H+W across th
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decline, and body aches and pains e
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Top Conditions The table below summ
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Figure 14 - Separation to Holism H+
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Key Dimensions of Consumption in th
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Social Networks Consumers‘ friend
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Geographic Distribution of H+W Cons
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Qualitatively, we have not seen sig
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Sustainability Sustainability as a
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Figure 21 - Sustainability Triggers
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Evaluating Responsible Companies Tr
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to most anything other than utter d
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Table 2 - Changes Made in Purchasin
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Q31: “How has your approach to sh
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CHAPTER 3 | Product Categories Intr
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Figure 26 - Purchasing of H+W food
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Categories Vary in Their H+W Resona
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Consumers may become ―stuck‖ (s
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Figure 31 - Importance of Being Nat
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Figure 33 - H+W Products Where Ther
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Figure 34 - Most Important Sustaina
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this. Additionally, some consumers
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H+W Relevance describes if and how
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Figure 39 - Functional Beverage Dec
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Figure 42 - Dietary Supplement Usag
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immune response. Bioavailability al
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Figure 47 - Herbal/Homeopathic Reme
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Diapers differ somewhat from other
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Figure 53 -Initial Usage of Natural
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Figure 55 - Hair and Skin Care Deci
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consumers often simply default to a
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Shopping Barriers for Hair and Skin
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Figure 64 -Reasons for Initially Pu
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Figure 66 - Concerns about Hazardou
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In addition, laundry detergents are
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likely to minimize the amount of OT
Page 97 and 98: Q32: “When you buy over the count
Page 99 and 100: offered in fluoride-free versions.
Page 101 and 102: Figure 79 - Shopping Barriers for O
Page 103 and 104: Figure 82 - Feminine Hygiene Purcha
Page 105 and 106: Product Example Organyc provides a
Page 107 and 108: Brand and Product Offerings For the
Page 109 and 110: Shopping Barriers for Plant and Gar
Page 111 and 112: Shopping Barriers for Pet Supplies
Page 113 and 114: Brand and Product Offerings While t
Page 115 and 116: Healthier for families Better for t
Page 117 and 118: Retains essential vitamins Made in
Page 119 and 120: Key Packaging Considerations Immedi
Page 121 and 122: Biokleen Automatic Dish Powder On t
Page 123 and 124: Critical Issues in H+W Retail Below
Page 125 and 126: when a consumer does become more in
Page 127 and 128: having consistently low prices in t
Page 129 and 130: Drug Mainstream drug stores have mo
Page 131 and 132: Figure 99 -Top Products Purchased a
Page 133 and 134: importantly as fresh food stores fo
Page 135 and 136: Target) as well, trusting that pric
Page 137 and 138: Core Consumer Example 1 Suzie lives
Page 139 and 140: Please note that below we detail si
Page 141 and 142: Figure 101 - Example Channel-Catego
Page 143 and 144: PRIORITY CATEGORIES Home lighting o
Page 145 and 146: o Like mass channel stores, club st
Page 147: consumers often transition from pri
Page 151 and 152: o H+W-oriented products should free
Page 153 and 154: priority‖ in the specialty drug c
Page 155 and 156: Figure 108 - Desirability of In-Sto
Page 157 and 158: In-Store Health Services Consumer A
Page 159 and 160: Services Should be Physically Separ
Page 161 and 162: Other categories in order of prefer
Page 163 and 164: At the exit, relevant actions inclu
Page 165 and 166: SEGREGATED H+W PRODUCTS ARE HARD TO
Page 167 and 168: Figure 118 -Product Categories with
Page 169 and 170: Building Positive H+W Impressions t
Page 171 and 172: CONCLUSION The burgeoning Health an
Page 173 and 174: Figure 7 - Meaning of H+W across th
Page 175 and 176: Figure 57 - Hair Care Brands ......
Page 177 and 178: Figure 107 - Specialty Drug Channel
Page 179 and 180: Research Study Sponsors GMDC thanks
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